Brand or Commodity…Your Choice, but this is a choice you will have to make with your brand or product. A unique point of difference whether through your product, market positioning or both, will give your company an edge. However, in order to stay true to your root values and survive – the better choice is establishing and growing your brand. This is easier said than done, having been inside the belly of the brand beast myself, as most companies either do not have the time, resources or mindset to achieve this goal, and why you see few “true” authentic brands in the marketplace. Truly finding a unique purpose, perspective or product innovation pipeline, as you look to establish your brand is the key to unlocking your long term positioning.

At each of the globally recognized brands I have been with, we never “Sold our Soul to the Devil”, as we knew it may cure some short term issues, but would damage us to the “core” long term. In regards to the “core”, I truly mean the heart and soul of what had built for many decades. Either way, just remember, stick to what you believe or it never becomes authentic, stick to what you know or your goal will never materialize and by all means do not lose your soul as it will never be given back to you.